This is fine. It's obvious the company is capitalizing off the
popularity of "The Artist" to promote their new film.

However, what doesn't make as much sense is why the series, now
on their fourth film, "The Continental Drift," would use "The
Artist" to promote their movie towards children in a black and
white and silent trailer.

Think about it. The original "Ice Age" came out a decade ago.
Children averaging from 7-10 seeing this film would now be in
their late teens—if not older—so there's the appeal of
referencing a film aimed towards older demographics such as "The
Dark Knight;" however, most teenagers are not raving about "The
Artist." That film was directed towards an even older
generation.

"The Muppets" had to reach audiences both young and old since
they're a staple that's been in pop culture since Jim
Henson created Kermit in
1955.

The
"Paranormal Activity" trailer for "The Muppets" made sense given
the audience it was directed towards.screenshot

Not only did the film have to reach out to and gain new
audiences; however, it had to appease to older audiences as well.
One way to do that was by showing that the characters you grew up
with also matured while still magically staying viably the same.
and possessing all the same attributes you love about them.

The "Ice Age" characters come and go like seasons. They aren't a
brand like "The Muppets." When the first sequel was announced
four years after the original that was okay. However, when a
third addition was proposed another three years later the series
began to feel much like the tired "Shrek" franchise. Enough
already.

So, after a decade has passed since the original "Ice Age" film
came out, who does Fox have to market towards other than young
children and Oscar nuts? Surely older teenagers don't still care
about the zany adventures of a ragtag gang of prehistoric
mammals.

Fans of "The Artist" you say? Well, maybe, but doubtful. Unless
viewers have young children they have no real business being
engaged with a film that has produced two too many sequels.
Furthermore, its doubtful character names Manny, Sid, Diego (all
lead animals in "Ice Age" would render the same instantaneous
recognition as Fozzie, Kermit and Miss Piggy.

This leaves the Academy, film critics and junkies and...kids.

And, though they may laugh at Scrat, children won't appreciate
what they're favorite characters are mocking. They're more likely
to get bored and fidgety with a soundless, though artfully
crafted piece since their only recognition of silent "Charlie
Chaplin" films may lay in parody scenes from cartoons such as
this.